TY - JOUR
T1 - Reaching for the (Product) Stars
T2 - Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice
AU - Genschow, Oliver
AU - Florack, Arnd
AU - Chib, Vikram S.
AU - Shimojo, Shinsuke
AU - Scarabis, Martin
AU - Wänke, Michaela
N1 - Funding Information:
The research reported in this article was supported by a grant from the German Research Foundation to the second author (FL 365/3-1), and a grant from the decode Marketingberatung GmbH to the first and second author.
PY - 2013/5
Y1 - 2013/5
N2 - In three studies, an easy-to-apply response time task that differentiates between recognition and approach speed was applied. The results indicate that individuals recognized and approached positive stimuli faster than negative stimuli (Pilot Study). But, when the choice options differed less in valence, approach movement time was a better predictor of consumer choice and willingness to pay than recognition time (Study 1) and a better predictor of consumer choice than self-reports when the choice was made with an affective compared to a cognitive focus (Study 2). Moreover, approach movement time, but not recognition time correlated with other implicit measures.
AB - In three studies, an easy-to-apply response time task that differentiates between recognition and approach speed was applied. The results indicate that individuals recognized and approached positive stimuli faster than negative stimuli (Pilot Study). But, when the choice options differed less in valence, approach movement time was a better predictor of consumer choice and willingness to pay than recognition time (Study 1) and a better predictor of consumer choice than self-reports when the choice was made with an affective compared to a cognitive focus (Study 2). Moreover, approach movement time, but not recognition time correlated with other implicit measures.
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U2 - 10.1080/01973533.2013.785399
DO - 10.1080/01973533.2013.785399
M3 - Article
AN - SCOPUS:84878626360
SN - 0197-3533
VL - 35
SP - 298
EP - 315
JO - Basic and Applied Social Psychology
JF - Basic and Applied Social Psychology
IS - 3
ER -